The WIMA USA conference will broaden its focus to include new market segments. In addition to its traditional focus on NFC, it will cover complementary proximity-based technologies, such as QR codes, Bluetooth and more. New consumer trends will be highlighted, which may be used in parallel or conjunction with NFC or as standalone end-to-end proximity products and services to offer a seamless experience. Markets and verticals will include mobile commerce, mobile marketing, transport, health care and access-control.